Image caption
Athletes say the kit has the 'wow' factor but some people have criticised it as 'too blue'

Team GB's athletes will step out in a dark indigo blue kit, inspired by the union flag, with red shoes, when they compete at the 2012 London Olympics.

Leading designer Stella McCartney, who collaborated with Adidas, said it combined style with performance.

She was at the Tower of London launch where athletes modelling the technical kit said it had the "wow" factor.

But some people have criticised the outfits as "too blue" and looking more Scottish than British.

McCartney, Team GB creative director at Adidas, has designed the Olympic and Paralympic athletes' clothing for competition time, training, medal ceremonies and relaxation time - known as 'Village wear'.

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Media captionTeam GB Olympic kit launch

She said the kit was designed to bring the athletes under one look and feel, with British competitors in all 26 Olympic and 20 Paralympic sports wearing part of the same 590-piece collection.

The "untraditionally British" design features a contemporary take on the union flag, she said.

"Something that was very important to me was to try and use that very iconic image but to dismantle it and try to soften it, break it down and make it more fashionable in a sense."

Analysis

By Andrew GrovesFashion Design course leader, University of Westminster

Where Stella McCartney has excelled in her collaboration is in understanding how to create the perfect mix of sportswear functionality with fashion edge.

Her approach to design is so successful because she understands the demands and desires of the modern market, underpinning this by addressing both the practical and the desirable.

The beauty of the union flag is that it gets reinterpreted every generation.

From the Mods in the 1960s to Geri Halliwell in the '90s Britpop era and to Alexander McQueen's torn and tattered fin de siècle tailcoat for David Bowie.

By deconstructing the union flag and using this as a motif for the construction and design of the Team GB kit, Stella has reinvigorated it for the 21st Century and made it have a fashionable dynamism that is both relevant and modern as contemporary sportswear.

But Scottish pentathlete Mhairi Spence and some commentators on Twitter have criticised the deconstructed flag, which features pale and dark blue instead of the traditional red.

Spence wrote: "Little disappointed! Doesn't look very GB!! It just needs more RED!"

While @donaldjdonald, said: "Turquoise, white and blue is the new red, white and blue apparently. Did someone forget to order the red dye for the Team GB Olympic kit?"

Asked about the criticism, McCartney told the BBC: "I wanted to start with the union flag, but I'm really aware the reds, whites and blues are in other nations' flags and sometimes you can feel quite confused when you are watching the Games... is that American, is that French?

"I wanted to make it slightly more delicate and have more texture.

"It's very recognisable still, I've represented all the parts of Great Britain. There's a lot of red in there, but in a non-traditional way."

Where the kit was made

Great Britain

Portugal

Turkey

Sri Lanka

China

The Philippines

Indonesia

Vietnam

Thailand

Source: Adidas

The designer said the athletes' performance was key in creating the kit as well as ensuring it gave them confidence.

"You have to make the athletes feel like they are in the height of their performance. That they are wearing technical gear that is absolutely going to shave off the tiniest part of a second.

"Something that came across early on was that they want to feel and look like they are a team and there is such power in that.

"When I talked to the athletes I asked them: 'Do you feel different when you look good, do you think it enhances your performance?' and they all said 'yes'.

"You shouldn't have to sacrifice style for sport."

While German-owned Adidas had the technology to make the outfits breathable, footwear lighter and form streamlined, McCartney's role was different.

"I spoke to Sir Chris Hoy and said, 'what can I do to help in any way?' And he said, 'I just want to look cool'."

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Media captionStella McCartney: "It is like nothing I have ever worked on before"

Speaking at the launch, team GB BMX rider Shanaze Reade told the BBC when athletes "pulled the kits out of the packets we just thought 'Wow!'"

She said putting on the kit for the first time enhanced the feeling that the Games were "on the doorstep now".

"I think it's really classy... and one I think we will all enjoy wearing."

Across all sports, the kit will comprise up to 175,000 items of clothing for up to 500 Olympic and 350 Paralympic athletes and includes 38 types of footwear.

Triathlete Alistair Brownlee, who is fighting back to fitness after tearing his Achilles, said the tri-suit was a "fantastic" piece of kit considering that "it's notoriously difficult to get it right, because it has to be not too baggy for the swim, but tighter for the cycle and the run".

"Standing here in London, wearing the kit, it's definitely creeping up on us now," he said.

And gymnast Louis Smith said his pale blue trousers and Union Jack vest were "comfortable, nice to wear, professional and sexy".

"With gymnastics, it's important because you're being judged on how you look," he said.

"I'll be performing the hardest routine in the world. With great risk comes great reward, and I've got to pull it off."

LONDON 2012 TEAM SPONSORS

USA - Nike

Russia - Bosco

Germany - Bogner, Adidas and Sioux

Australia - Adidas

China - Anta for the formal uniform, various sponsors for sports kit

The daughter of former Beatle Paul and the late Linda McCartney, Stella McCartney heads up her own fashion house, launched in 2001.

She graduated from Central St Martins, London, in 1995, was creative director at Parisian label Chloe from 1997 and has worked with Adidas on sportswear since 2004.

While Adidas is the official kit sponsor, it has been reported some British athletes may have to step on to the podium barefoot due to a row with the British Olympic Association (BOA) over marketing rights.

Agents of top competitors sponsored by Nike have told the BOA their athletes would be in breach of contract if forced to wear Team GB's official presentation outfit.

But the BOA has said it is a "non issue" and athletes would wear the footwear that is provided as part of their presentation kit, as with previous Games.